THE BUSINESS OF DANCE:
ENGAGING YOUR AUDIENCE
- • Go to local shows, especially opening nights, and introduce yourself to the artists and other audience members
- • Submit your work to local curated and non-curated series and venues.
- • If you would like DUO to include your work on our blog or e-newsletter, e-mail a short, descriptive blurb and an image or graphic (JPG, PNG) to firstname.lastname@example.org.
- • Join service organizations and associations and sign up for their mailing lists. Dance Ontario keeps an updated list of dance service organizations in Canada.
- • Take advantage of social media. It is an effective and inexpensive way for you to connect with other artists and share your events. Looking for tips on how to build your social media networks? E-mail email@example.com to set up your one-hour free consultation.
Creating a Plan
Your promotional plan should begin no less than four months prior to your performance, project, or event. Included in your plan should be key dates and deliverables for all publicity and marketing activities, including the dissemination of a media release and interview requests, budgeting for printing costs, graphic designer fees, and advertising.
When creating promotional material (e.g. poster or postcard), be sure to include the title of your work, the name(s) of the presenter (choreographer(s) and performer(s) may also be included), location, dates and times, and ticket information. Using strong imagery and including a press quote are highly recommended.
– A media release should answer the 5Ws (who, what, where, when, why). Download our Media Release Checklist (link)
– Schedule follow up e-mails or phone calls to media a week or so after sending the release. Be prepared with a press kit ready. Click here for what a press kit includes.
– Scheduling a preview night? Tuesdays are an ideal date, as most media goes to print on Wednesdays.
– Submit your performance, project or event to online event/performance listing sites or blogs (ie. NOW, be-mused.ca, BlogTO, DUO)
– Social media is key, ensure you are promoting your event regularly through your social media channels if applicable. Avoid tweeting repetition ie. “Come see my show, it’s going to be amazing!” This is not enticing. Be creative in the information you share.
The two giants in social media are Facebook and Twitter. Both have different ways that let audiences engage and interact with organizations but there are some important things to keep in mind no matter what form of social media you are using:
- Keep it a conversation; this is not just about blasting information at your fans
- Engage with audience members on a more personal level; if someone tweets you, retweet or reply
- Create a social mediaplan